Non-metro demand strong for Rakhi online

28 August 2023, Mumbai

According to an analysis conducted by IGP, a prominent direct-to-consumer gifting platform, non-metropolitan customers constitute approximately 50% of the online shoppers purchasing rakhis and gifts for Rakshabandhan.

The remaining 50% of buyers originate from metropolitan cities.

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Delhi, Mumbai, Bengaluru, Hyderabad, Pune, and Lucknow are the top cities for online Rakshabandhan gift shopping. The cities at the forefront of online Rakshabandhan gift shopping are Delhi and Mumbai, followed by Bengaluru, Hyderabad, Pune, and Lucknow.

Nevertheless, a significant number of non-metro locations contribute to the overall pool of buying locations.

Perspective 

50% of Rakshabandhan gift buyers are from non-metro cities, most are in the 25-34 age group, NRIs make up 29%, rakhis + sweets are the most popular.

Most buyers are in the 25-34 age range

• Within the buyer demographics, the majority, accounting for 33%, fall in the age bracket of 25 to 34.
• This phase represents a period when buyers typically begin to possess substantial disposable income.
• The subsequent largest buyer group falls within the 18 to 24 age range, constituting 23% of the total buyers.

Women make up only 56% of the buyer base

• Despite Rakshabandhan's association with sisters tying rakhis to their brothers, women constituted only 56% of the buyer base.
• This disparity can be attributed, in part, to the broader internet access enjoyed by men in India, which enables them to partake in online buying decisions even if not directly involved.

Non-resident Indians (NRIs) make up a substantial 29% of the buyer demographic.

Furthermore, the analysis highlighted that non-resident Indians (NRIs) comprised a substantial 29% of the buyer demographic, sending gifts to their relatives in India.

Rakhis accompanied by sweets are the most popular items

• In terms of the purchased items, rakhis accompanied by sweets proved to be the most favored, closely followed by rakhis with dry fruits and those paired with chocolates.
• Additionally, items from the "Gifts for Kids" and "Gifts for Brothers" categories gained popularity.
• Among the sweet offerings, Kaju katli, a cashew nut and sugar-based Indian delicacy known for its extended shelf life, emerged as the preferred choice.
• Notably, 5% of buyers chose to personalize their gifts, adding a unique touch.

Semi-precious stone rakhis are the top sellersConcerning the types of rakhis selected, those adorned with semi-precious stones were the top sellers, trailed by traditional rakhis featuring Kundan & meena patterns, pearl rakhis, Bhaiya-Bhabhi Rakhi with lumba, and Rajwada work designs. 

Rakhis intended for children and spiritual rakhis also garnered significant interest.

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